The media buying process involves strategic space and multi-platform purchases, arrangements, and negotiations with the aim of obtaining an effective placement at a reduced cost for a certain period. The primary goal while purchasing media is to find the right time, place and the context for delivering appropriate ads to the audience. Media buying also strives to increase the rate of conversations, brand awareness, and sales. Media buying is based on time and the buyer rents all the available placements and platforms to make them available for the convenient time slot for the advertiser to place the ad. Media buying process can be carried out in different steps.

Pre-launching

The person responsible for the purchase of the media makes and considers appropriate media choices. The primary objective is to ensure that the selected media space is in a match with the advertising objectives. It is imperative first to know who the target audience is and then decide how to reach them. The audience can be distributed into segments like demographics, their location, behavior, and other groups so that the buyer comprehends the person of interest. After identifying the audience, think about the channels that can be used to reach the audience and this can comprise of the relevant platforms, websites and blog advertisements. An investigation on the competitors is also essential to understand their media buying strategy so that the buyer can design the best media buying strategy. The next procedure is to select cost-effective media outlets through negotiations and finally allocate the budget then plan for the campaign that will be used in the implementation.

Campaign launch

The step requires the effective delivery of media and regular monitoring by the media buyer. At this point, the buyer makes a critical decision on what works and what cannot work depending on the insights. The buyer must ensure that the advertisement is available in the desired location and with a relevant context. When you don’t receive the desired response to the ad, always be flexible and change the strategy to meet the expectations of the consumer.

Post-Launch Reflections

At this stage, the media buyer collects much data then analyses to evaluate the effectiveness of the campaign.  The comprehensive analysis of the information is important on drawing insights that assist in providing improved targeting. The right decision will be critical in determining the location of an advertisement so the target market can see the message.

Rules of media buying

Successful media buying is to consider the place where the ad is likely to appear since this will determine the result of the campaign. The three fundamental media buying rules encompass using the right media, running an ad at the right time and targeting the right audience. The buyer must ensure that the media purchased is relevant to the message that is being sent. For example, you can decide to use a TV to reach as many people in the local area when you intend to attract their attention on a particular deal. The second rule is to make sure that the ad hits the audience on the right time and day especially for campaigns requiring a direct response. Finally, successful media buying must target the right audience, and this can be achieved through targeting audience who are likely to respond upon getting the ad. The media should allow the buyer to focus on age, gender, location, and other factors.

Do you need high quality Custom Essay Writing Services?